{"id":302,"date":"2021-05-24T15:17:42","date_gmt":"2021-05-24T18:17:42","guid":{"rendered":"https:\/\/institutomol.org.br\/?post_type=podcasts&p=302"},"modified":"2021-08-23T12:12:04","modified_gmt":"2021-08-23T15:12:04","slug":"15-como-distinguir-doacao-de-marketing","status":"publish","type":"podcasts","link":"https:\/\/institutomol.org.br\/podcasts\/15-como-distinguir-doacao-de-marketing\/","title":{"rendered":"#15 – Como distinguir doa\u00e7\u00e3o de marketing?"},"content":{"rendered":"

O marketing de causa n\u00e3o \u00e9 uma m\u00e1 ideia: impulsiona a cultura de doa\u00e7\u00e3o e ainda gera recursos. Mas e quando o marketing se restringe ao\u2026 marketing? Quem confere se a doa\u00e7\u00e3o foi feita mesmo? Ser\u00e1 que as pr\u00e1ticas dentro da empresa coincidem com o discurso? E cad\u00ea a transpar\u00eancia? Essa \u00e9 a conversa com o professor Edgar Barki, da Funda\u00e7\u00e3o Get\u00falio Vargas, entrevistado do epis\u00f3dio.<\/p>\n

Demos algumas dicas tamb\u00e9m de como evitar ciladas, sendo consumidor ou empresa interessada em se envolver mais com alguma causa. O IDEC (Instituto Brasileiro de Defesa do Consumidor) disponibiliza no seu site o guia\u00a0Mentira Verde<\/a>, voltado para coibir pr\u00e1ticas de greenwashing, ou maquiagem verde. E o Movimento Arredondar lan\u00e7ou um ebook para empresas, o\u00a0Como Comunicar Causas<\/a>, que traz sugest\u00f5es para organiza\u00e7\u00f5es que querem levantar uma bandeira sem trope\u00e7ar no meio do caminho.<\/p>\n

A Duda indicou os produtos (RED) como produto social da semana. Vale\u00a0conhecer mais<\/a>\u00a0a iniciativa e buscar os\u00a0produtos que chegam ao Brasil<\/a>.<\/p>\n

E a Rafa sugeriu ficar esperto na hora de comprar um produto verde ou socialmente respons\u00e1vel. Pesquisa, pergunte, ligue no SAC, e compartilhe com amigos as boas iniciativas.<\/p>\n","protected":false},"excerpt":{"rendered":"

O marketing de causa n\u00e3o \u00e9 uma m\u00e1 ideia: impulsiona a cultura de doa\u00e7\u00e3o e ainda gera recursos. Mas e quando o marketing se restringe ao\u2026 marketing? Quem confere se a doa\u00e7\u00e3o foi feita mesmo? Ser\u00e1 que as pr\u00e1ticas dentro da empresa coincidem com o discurso? E cad\u00ea a transpar\u00eancia? Essa \u00e9 a conversa com… Continuar lendo #15 – Como distinguir doa\u00e7\u00e3o de marketing?<\/span><\/a><\/p>\n","protected":false},"featured_media":303,"template":"","meta":{"inline_featured_image":false,"_mi_skip_tracking":false,"_monsterinsights_sitenote_active":false,"_monsterinsights_sitenote_note":"","_monsterinsights_sitenote_category":0},"cat_podcasts":[3],"players":[9,8,7,5],"acf":[],"yoast_head":"\n#15 - Como distinguir doa\u00e7\u00e3o de marketing? - Instituto MOL<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/institutomol.org.br\/podcasts\/15-como-distinguir-doacao-de-marketing\/\" \/>\n<meta property=\"og:locale\" content=\"pt_BR\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"#15 - Como distinguir doa\u00e7\u00e3o de marketing? - Instituto MOL\" \/>\n<meta property=\"og:description\" content=\"O marketing de causa n\u00e3o \u00e9 uma m\u00e1 ideia: impulsiona a cultura de doa\u00e7\u00e3o e ainda gera recursos. 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